The conservatory market has experienced some recovery in 2014, reflecting growing consumer confidence and demand for more creative bespoke designs. Compiled by marketing professionals with experience of the conservatory market, this report reviews these developments, together with analysis of influencing factors and possible future trends in 2015-2018.

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The ‘conservatory’ market was estimated to be worth almost £620m in 2014. Until recently, the UK conservatory market had been in decline for some years, with the aspirational appeal of the traditional conservatory waning in the latter half of the 2000s, a situation which was further exacerbated by the financial crisis. However, 2012/13 saw some recovery in the market.

In 2014, the market is quite sophisticated in terms of product range and offers more options for an individualised project – options now include conservatories, glazed extensions which might have a solid or a glass roof, orangeries, verandas, loggias etc. A combination of a recovery in the economy in general - and the housing market in particular – have helped underpin rising consumer confidence and spending on higher value home improvements – particularly with interest rates so low.

Key product features which have become more important in the conservatory market include improved thermal efficiency, high specification self-cleaning glass, coloured frames, bifold opening doors etc. Substantial product development is ongoing in this market with companies offering wider ranges for an increasing demanding customer base as homeowners look for a more bespoke service.

In terms of frame materials, PVC-U continues to dominate, but timber has a good share, retaining its attraction for many homeowners due to its natural appearance and sustainability credentials. Aluminium remains a more expensive option, though it has retained a niche share in the domestic market – though aluminium bifold doors have gained widespread consumer acceptance. Average prices are critical in the PVC-U sector where volumes have declined significantly and competition is intense. In the high end timber sector, pressure on prices is thought to have been less and margins better, as this sector has held up better in the current and recent economic climate.

Key suppliers are national retail brands and specialist conservatory suppliers. However, in broad terms, the supply structure for conservatories remains very complex and fragmented, reflecting the structure of the replacement window market. The conservatory roof systems sector is dominated in 2014 by two leading players, both of which have expanded in recent years through acquisition.

Main channels of distributions are replacement window companies, garden centres, DIY outlets, conservatory specialists, builders and online. In the ‘self-build’ conservatory sector, the distribution focus has switched from DIY outlets to online conservatory specialists, who offer a wider range of product options than those offered by DIY outlets.

Market improvement in 2015 and beyond is likely to be driven by an improved house moving market, growing consumer confidence and growth in the retrofit/upgrade market – particularly if interest rates remain at historically low levels. However, dramatic increases in volumes or value are not expected in the short–medium term.

Market growth will only be possible if the UK economy sees sustained growth, alongside improvements in the house moving market, disposable incomes, and consumer confidence. As with many consumer products, the ‘upper end’ of the market has generally performed relatively well – particularly in Southern England where house prices, incomes and employment levels are more buoyant.

Also likely to contribute to growth in this market is a rising awareness of the features and benefits of the wide range of products available – often a greater ‘wow’ factor for family/friends with more contemporary designs that feeds through into more recommendations. Work on existing conservatories will become a more important part of the conservatory/glazed installation market in the UK in the coming years, as more homeowners either replace or upgrade older models.

In the longer term, our forecasts indicate steady growth, but we do not expect to see a return to the peak volumes achieved in the early-mid 2000s. The character of this market is likely to continue to change, with both product development and diversification among installers contributing to market development. Finally, consolidation is likely to remain a feature of the conservatory market, though a trend to more bespoke installations provides opportunities for local companies.

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We found Research and Markets easy to use, which saved us a lot of time. In the future when we seek market insights, especially in the field of medical applications, we will come to Research and Markets.Dr Tomasz ZawadaEngineering and Research ManagerMeggitt A/S